R/GA has won the lucrative Shiseido account within Japan as the beauty company aims to reinvent its communications and business approach.

R/GA, which entered the Japanese market just a year ago, will act as one of Shiseido’s agencies and has a five-strong team working on the account to consult on new ways of working, which include, according to a statement, ‘revamping bricks-and-mortar retail environments to creating visual communications.”

Mark Lloyd Ruck, Associate Creative Director of user experience, will head up the team, which will also have a senior producer, creative technology director, software engineer and design director. The team will work inhouse as part of Shiseido’s creative division.

Naomi Yamamoto, Shiseido’s chief creative officer, said, “A purely traditional approach of writing briefs and assigning projects does not elevate client or agency knowledge. By embedding a team, we can collaborate much more closely, merging our understanding of the company and customer with R/GA’s capabilities and global outlook in a way that enriches both and ensures our relevance for another 100 years.”